Apple Tim Cook

Apple Inc. (NASDAQ:AAPL)’s top boss Tim Cook said during the opening of All Things Digital conference Tuesday night that his company will become more secretive on the new products. Of course, he didn’t reveal any details about upcoming products. During the interview with Walt Mossberg and Kara Swisher, Cook did mention that Apple Inc. (NASDAQ:AAPL) plans to bring some incredible stuff that people will love.

Cook added that though the company will ‘double down’ on secrecy of new products, for everything else Apple Inc. (NASDAQ:AAPL) will be the most transparent company in the world. Despite the current secrecy measures being remarkable,  last year some of the details about (then) new iPad and iPhone had leaked out early.

When asked about manufacturing, Cook said that he wants Apple Inc. (NASDAQ:AAPL) to manufacture and assemble products in America. He pointed out that the cover glass for iPhone and iPad is made in Kentucky and the engine for Apple devices are manufactured in Austin. These things can be done in the US, but assembling final products is extremely hard as the tool and die making has declined heavily in the past decade in America.

Reflecting on his predecessor Steve Jobs, Cook said that it was the saddest day of his life when Steve passed. “I learned that focus is key, not only in running a company but in your personal life as well. You can only do so many things well,” said Cook. Steve Jobs had always been laser focused. Tim said that it was Steve who made “accepting only the very best, and not the good or very good” the culture at Apple.

Tim said working at Apple is like oxygen to him, and he enjoys every minute working there.